Po ulation Media Center ANNUAL REPORT | 2002
USING THE MEDIA TO SUSTAIN THE EARTH
President’s Message
T For me, the ultimate reward in PMC’s work is to know we have impacted the lives of many people — and contributed to a healthier, more sustainable planet.
he year 2002 was a period of continued growth for Population Media Center. Our work, which is improving the health and well-being of people around the world through social-content serial dramas, broadened its impact over the last year. During 2002, PMC increased its programmatic activities from 11 to 22 countries. We launched two behavior-changing soap operas in Ethiopia and began a new project in Sudan. We also held a training workshop on entertainment-education in Swaziland, and planned social content drama workshops for radio station representatives and community health organizations from fourteen countries in Africa and Asia. We also have projects under way or in development in Ivory Coast, Kenya, Malawi, Mali, Nigeria, Brazil, Mexico, India, the Philippines, and the United States. PMC added two new staff members to our headquarters office in Vermont. We also added a new country representative in Sudan. For me, the ultimate reward in PMC’s work is to know we have changed the lives of many people – and contributed to a healthier, more sustainable planet. Of the thousands of letters received from listeners to our radio dramas in Ethiopia, one from a woman in the town of Bale Robi sums up the general reaction. “Dear PMC, Greetings to you. I appreciate your drama. You are helping our society improve in every way.” Positive responses from listeners highlight the impact of our programs and the effectiveness of Miguel Sabido’s entertainmenteducation approach. In the midst of massive global population growth, the explosion of AIDS, depletion of natural resources, and increasing poverty, especially in the developing world — entertainment-education makes positive behavior change possible. While our work is increasing in scope, our mission remains focused on stabilizing worldwide population through promotion of small families, effective methods of family planning, use of reproductive
PMC’s Mission health services, informed sexual and reproductive health choices, elevation of women’s status, and gender equity. PMC remains committed to motivating people to change their own lives for the better, and to adopt new attitudes and behaviors that reflect informed, voluntary decision making. Our goals to improve the health and social conditions of people around the world are monumental. Yet, we remain dedicated to achieving these goals. As I review PMC’s accomplishments in 2002, I am proud of the tremendous accomplishments of our staff, our board of directors, and our partners throughout the world. We are deeply grateful to our many supporters who enable PMC to use the media to sustain the earth.
With many thanks,
William N. Ryerson President
“Entertainment-education is the process of purposely designing and implementing a media message to both entertain and educate, in order to increase audience knowledge about an educational issue, create favorable attitudes, and change overt behavior. This strategy uses the universal appeal of entertainment to show individuals how they can live safer, healthier, and happier lives.” — Arvind Singhal & Everett M. Rogers from “Entertainment-Education: A Communication Strategy for Social Change”
THE MISSION OF POPULATION MEDIA CENTER is to collaborate
with the mass media and other organizations worldwide to (1) bring about stabilization of human population numbers at a level that can be supported sustainably by the world’s natural resources and to (2) lessen the harmful impact of humanity on the earth’s environment. The emphasis of the organization’s work is to educate people about the benefits of small families, encourage the use of effective family planning methods, elevate women’s status and promote the concept of gender equity. PMC uses entertainment programming on radio and television to encourage de-
layed parenthood, the consistent use of effective methods of contraception and safer sexual behaviors, and to empower women to play equal roles in family decisions and society. Among its strategies, PMC uses a specific methodology of behaviorchange communications developed by Miguel Sabido of Mexico, in which characters in long-running radio and television soap operas evolve to become role models for adoption of health and social development goals. This methodology has been shown scientifically to lead to population-wide behavior changes in many countries where it has been used.
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Program Activities AFRICA Ethiopia Dr. Negussie Teffera, Country Representative Ethiopia is the first country where PMC has implemented its Whole Society Strategy. This is based on the concept that societies share common world views and traditions that are reinforced by a “media environment.� This media environment consists of all kinds of formats, each specific to its segment of the national audience. While each media format is different in technology, reach, frequency, method of support and other attributes, multi-media formats
can be used mutually to reinforce messages that transmit deeply held beliefs about women’s roles, about the place and desirability of children, about relations between men and women, and about taboos. Whether it is male dominance in courtship and sex, or the desirability of sons, 2
Miguel Sabido lecturing during the January 2002 writers workshop in Ethiopia
messages are carried and reinforced through a range of media from comic books to radio to church sermons to television news to movies. Each reinforces the multiplicity of forces that lead to gender inequality, resistance to birth control and ignorance of AIDS. Fortunately, the same media environment that carries and reinforces these messages and beliefs can also change them. The key is to use the whole media environment to affect the whole society. In Ethiopia, PMC is using an integrative approach to blanket the society with social-content communications. In December 2001 and January 2002, PMC completed a series of pre-tests for the pilot epi-
sodes of two new radio dramas, one in the national language, Amharic, and the other in the second major language, Oromiffa. The results were examined at a training workshop organized by PMC in January. The creative teams used the pre-test findings to make adjustments in the character profiles, dialogue and music in order to make the program more appealing to the audience. The workshop also included presentations by PMC trainers Miguel Sabido, Virginia Carter and Tom Kazungu on entertainmenteducation, the Sabido methodology, scene plotting, script writing, and production techniques. Participants included writers, producers, actors and PMC-Ethiopia staff.
Following the workshop, the creative teams began in earnest plotting episodes and scenes and writing dialogue for the first thirty episodes of each serial. These were produced and ready for broadcast before the launch of the programs on radio. A baseline quantitative survey was conducted in May 2002. To be compared to a future postbroadcast survey, the research will show what attitude and behavior changes have occurred among listeners and non-listeners.
Actors Nebiyou Baye, who plays Yonas, and Tigist Alemu, who plays Titi in PMC’s Amharic language radio serial, Yeken Kignit (“Looking Over One’s Daily Life”)
On June 2, 2002 the PMC serial radio dramas hit the airwaves. From June through December, 60 episodes of the Amharic radio serial drama Yeken Kignit (“Looking Over One’s Daily Life”) and 30 episodes of the Oromiffa serial Dhimbiba (“Getting the Best Out of Life”) were broadcast. The dramas
will continue to be broadcast through 2004. The dramas promote smaller and happier families. They also address issues related to reproductive health and women’s status, including HIV/AIDS, family planning, marriage by abduction, education of daughters, and spousal communication. The development of these social content messages and role modeling follow the values grid identified from the policy framework, which is based on formative research. Ambassador Teshome Toga, Minister of Youth, Sports and Culture; the director of the HIV/AIDS Council; representatives of the United Nations Population Fund; the Packard Foundation; and PMC Country Representative Dr. Negussie Teffera all addressed participants at the June launching event. As a result of the event, several news articles were published in The Scope and The Ethiopian Herald. One Ethiopian Herald reporter wrote, “PMC anticipates changes to come from the collaborative dramas. Reduction of HIV/AIDS, reduction in the population growth rate and improved status for Ethiopian women will not
be far.” Other coverage included television and radio interviews with Bill Ryerson, Miguel Sabido, and Virginia Carter. Since the launch of the new serial dramas, PMC-Ethiopia has received hundreds of letters from listeners every day. The influx of letters provides evidence of the extent to which listeners have become emotionally involved with the characters from the two new radio dramas. PMC will begin monitoring and evaluating the effectiveness of the behavior-changing dramas through extensive data collection among 48 health agencies in 2003. The participating health organizations will track how many people seek reproductive health services and how many of these name the radio programs as a factor in their decision to seek services. PMC-Ethiopia also began a new project in 2002 in partnership with Save the Children-US to distribute another PMC serial drama on cassette tapes to truck drivers and sex workers, groups who are at
PMC Oromiffa radio serial drama coordinator Abdulnasir HajiHassen with sound engineer in the studio
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and poems that incorporate population issues, and training journalists to cover the links between current events and population growth.
Ethiopian Oromiffa radio drama script writers, producers and actors
high risk of contracting HIV. Listeners were so enthusiastic about the serial dramas on tape that they waited in long lines to receive new episodes. The David and Lucile Packard Foundation, the Charles Evans Hughes Memorial Foundation, and the HIV/AIDS Prevention and Control Office of the Government of Ethiopia support PMC’s radio drama project in Ethiopia. CARE Ethiopia, Save the Children-US, Ipas, the United Nations Population Fund, and several individual donors also support PMC’s work in Ethiopia. In addition to its support for the serial dramas, the Packard Foundation is underwriting a new PMC project in Ethiopia that uses multiple art forms to educate Ethiopians about reproductive health issues. The new Media Arts Project uses theater, video and creative writing to highlight these issues. It includes creating traveling stage plays to address HIV/AIDS, developing documentaries on population issues in Ethiopia, holding a contest for the best short stories 4
Kenya Television game shows are popular and fun and they engage audiences. Because of their participatory and educational nature, they also have potential for social change. In 2002, PMC continued to explore broadcasting a Kiswahili version of Wheel of Fortune in Kenya that will include questions related to reproductive health. Given the growing popularity of television in Kenya, this game show presents a unique and potentially effective mechanism for PMC to combine entertainment and education. The program will be similar to the American version except that certain questions related to reproductive health will be added to the game show.
PMC has conducted numerous missions to Malawi over the past several years. In 2002, Bill Ryerson, PMC president, and Kriss Barker, PMC’s vice president for international programs, traveled to Malawi to examine the possibility of a new radio drama to address HIV/AIDS and reproductive health issues. Thanks to support from the Dickler Family Foundation, PMC has been able to continue to develop partnerships and plan projects in connection with the Department of Information in Malawi. PMC also worked with the Malawi Broadcasting Corporation to develop plans for a daily radio serial drama in the Chichewa language. PMC is currently seeking support to implement the project. Over the past year, PMC began the process of becoming registered as a Malawian NGO. The process included identifying advisory board members in Malawi and securing an attorney to facilitate PMC’s registration as a local NGO in Malawi.
Malawi Mali and Ivory Coast High rates of HIV/AIDS infection (15 percent), combined with a high fertility rate (6.5 children per women), contribute to chronic poverty and illness in Malawi.
Chocolate, once hailed by the Mayans and Aztecs as “the food of the gods,” has a rich history of international trade. Today, over 70 percent of the world’s
chocolate originates not in Latin America, but in West Africa where the cacao plant is grown, harvested and exported from countries like Ivory Coast. Unfortunately, children are often recruited and forced to harvest the cacao under inhumane conditions. In 1999, a UNICEF study found that as many as 15,000 Malian
children were trafficked and sold into indentured servitude on plantations in Ivory Coast. According to Anti-Slavery International, “their working hours, regardless of age and sex, range from ten to twenty hours per day, up to seven days a week, without any time for rest, recreation or education. Basic food, health, sanitation and clothing requirements are not met, and sometimes they are not paid. In addition, they face beatings and other forms of physical abuse from their employer.” Many of the children involved are trafficked from Mali and other poor countries surrounding Ivory Coast. The current
governments in Mali and Ivory Coast are aware of the challenges and are seeking resources to address them. Ivory Coast’s government acknowledges problems related to the use of exploitative child labor, not only in agriculture, but also in domestic service and other informal sectors of the economy. Often, children or their parents believe that offers of employment will add income to the family, while in reality, such offers often lead to exploitation. Changes in knowledge, attitudes, and behavior are desperately needed to change this situation. In 2001, PMC began discussions with Ben & Jerry’s Homemade, Inc., a socially conscious ice cream manufacturer that uses cacao products from Ivory Coast, regarding the development of a serial drama project to be broadcast in Ivory Coast and Mali. The program will address issues related to child exploitation in the cacao industry and the link between this problem and poverty-inducing factors such as unplanned pregnancy and HIV/AIDS.
Coast. In March, Bill Ryerson traveled to Mali and Ivory Coast with Yola Carlough, director of social mission with Ben & Jerry’s Homemade, Inc., to explore the possibilities of a new radio serial drama in both countries. Ryerson and Carlough met with representatives from the United States Agency for International Development (USAID); the Union des Radios et Télés Libres du Mali (URTEL); UNICEF; the United States Embassy; the United Nations Development Program (UNDP); Save the Children; the Ministry of Health; the Ministry for the Promotion of Women, Children and Families; the United Nations Population Fund (UNFPA); the International Organization on Migration (IOM), and several radio broadcasters. During the visit, PMC learned that ignorance of the realities of child labor conditions in the cacao plantations is widespread. The team also found that while a Sabido-style serial drama has never been developed in Ivory Coast or Mali,
In early 2002, PMC identified contacts in Mali and Ivory Yola Carlough of Ben & Jerry’s Homemade, Siaka Mallet of the International Organization on Migration, translator Dr. Ousmane Minta and PMC President Bill Ryerson at UNDP headquarters in Bamako, Mali
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personnel and facilities exist for program production and broadcasting, formative research and related project management. As a result of the visit, PMC gained support from URTEL, an association of 118 private community radio stations in Mali, to collaborate and broadcast the dramas nationwide. The government radio station in Ivory Coast also offered to carry the program. Based on information provided by institutions in Mali and Ivory Coast, a detailed cost budget was developed. Although only in the initial stages of program development, PMC plans to transmit educational and entertaining radio broadcasts to help protect children from exploitation, and to address unplanned parenthood, excessive childbearing, and other social issues relevant to the region. The goal of the serial radio drama will be to motivate attitude and behavior change regarding child protection, HIV/AIDS prevention, and reproductive health by the people of Mali and Ivory Coast.
Nigeria Nigeria is a high priority country for PMC, particularly because of the fact that, at 130 million, it has the largest 6
population in Africa. Nigerian women give birth to an average of 5.8 children in their lifetime. Although family planning services are widely available, only nine percent of married women use modern methods of contraception. Nigeria’s rate of HIV/AIDS prevalence among adults is 5.8 percent. In collaboration with MultiSector Projects, Ltd., a Nigerian organization, PMC is exploring commercial and donor funding for a new radio serial drama that will address HIV/AIDS and reproductive health issues in Nigeria. PMC President Bill Ryerson visited Nigeria in March 2002 for discussions with broadcasters, government leaders, United Nations agencies and donors. The result was positive. The National Action Committee on AIDS requested that the program move forward as quickly as possible. The plan includes the development of a radio serial drama in
three languages to deal with HIV/AIDS prevention and family planning promotion. Vincent Maduka, the former director of the Nigerian Television Authority, agreed to oversee production of the program, and the Federal Radio Corporation of Nigeria agreed to provide airtime during peak listening hours. PMC continued to explore funding for this new serial radio drama through 2002.
Sudan Musa Mohamed Salih Beirag, Country Representative The health status of the people of Sudan is among the worst in the world, particularly among infants, children and mothers. Sudanese women give birth, on average, to 4.9 children in their lifetime. Infant mortality rates are high, and few women receive post-partum care. Although reproductive health services are accessible, knowledge of family planning and contraception is limited. National studies indicate that less than 10 percent of married couples use a contraceptive method. About 83 percent of women who are not using any family planning method do not intend to use one in the future. To make matters worse, since 1972, Sudan has been involved in a cruel civil war. The war
and famine-related effects have resulted in more than two million deaths and over four million refugees, out of a population of just 33 million. In February 2002, Dr. Negussie Teffera, country representative for PMC’s program in Ethiopia, visited Sudan. Dr. Negussie discovered strong enthusiasm for a PMC project promoting
Musa Beirag, PMC country representative in Sudan
reproductive health and HIV/ AIDS prevention, including endorsement by the Minister of Information. During his trip, Dr. Negussie obtained a copy of the newly adopted population policy of Sudan and gathered information on organizations and individuals in Sudan who might be helpful to a PMC project. He also collected information needed to develop a project plan and budget for the project. During a second visit to Sudan in October 2002, Dr. Negussie made arrangements with Radio Khartoum for a dona-
tion of the airtime needed for broadcasting the planned serial. He also formed a collaboration with the Sudan Academy for Communication Sciences, resulting in an offer of office space for PMC in their building. In addition, Dr. Negussie identified a new PMC country representative for Sudan: Mr. Musa Mohamed Salih Beirag, a communications professional with extensive experience in journalism and translation. Mr. Beirag is the former chief editor for the Nile Courier, an English language newspaper. He has also held posts as reporter and executive editor at English Desk Weekly Review and the Foreign News and contributed to numerous daily newspapers and magazines in Sudan. He also served as the media programmes coordinator at the Population Advocacy Project in Sudan and as the information, education communication coordinator for eastern states in Sudan. Margret Giese, Sudan country representative of Family Planning International Assistance (FPIA, part of the Planned Parenthood Federation of America) facilitated both visits to Sudan by Dr. Negussie. FPIA also helped to identify research institutions, booked appointments with key stakeholder agen-
cies, and offered assistance in project implementation. In the meantime, PMC headquarters received help from our pro bono law firm, Covington & Burling of Washington, DC, in applying for U.S. government permission to operate in Sudan. A humanitarian waiver is required of U.S. organizations and corporations from the U.S. Treasury Department before they can legally commence operations in Sudan. Official approval was received in December 2002. PMC also began the process of registering as an NGO in Sudan, a requirement of the Sudanese government. Before the end of the year, PMC received word from the David and Lucile Packard Foundation of funding for the project, which will consist of a weekly radio serial drama on reproductive health and women’s issues.
Swaziland Swaziland has the second highest HIV infection rate in the world, after Botswana. An estimated 35 percent of the adult population in Swaziland is HIV positive. Among pregnant women, 34 percent are HIV positive. 7
Surveys also indicate that 12 percent of all 15-19 year-olds are HIV positive. Ninety percent of all occupied hospital beds in Swaziland are filled with AIDS patients. Given such alarming rates of HIV infection, the United Nations Development Program (UNDP) invited Kriss Barker, PMC’s vice president for international programs, to attend a meeting in July 2002 of the National Emergency Response Committee on HIV/ AIDS (NERCHA) in
PMC Trainer Andrea Grayson with workshop participants in Swaziland
Mbabane, Swaziland. One outcome of the meeting was the request that PMC provide technical assistance to develop a National HIV/AIDS Communication Strategy for Swaziland. In October 2002, at the request of UNDP, Kriss Barker and Dr. Negussie Teffera facilitated the development of a national HIV/AIDS communication strategy through a workshop attended by representatives from government agencies, NGOs, and others working in HIV/ AIDS communication. 8
The strategy includes an analysis of the current situation with regard to HIV/AIDS, the current communication activities in Swaziland, objectives for a national coordinated communication strategy, priority issues, a coordination and implementation mechanism, monitoring and evaluation indicators, and recommendations for implementation. Following development of the national strategy, Kriss Barker and PMC trainers Tom Kazungu and Andrea Grayson conducted a training of radio and television producers. The two-week training workshop was held in Mbabane. The goal of the workshop was to educate television producers regarding HIV/AIDS, to assist them in integrating that information into their programs, to expose the participants to the principles of entertainmenteducation, and to coach the reporters and production teams in production techniques that would enhance the professionalism of their programs. As a result of the workshop, popular television shows learned new ways to address reproductive health issues in an entertaining way. Participants included drama scriptwriters, program producPMC Trainer Tom Kazungu at the PMC workshop in Mbabane, Swaziland
Young media professionals in discussion during the training workshop in October
ers, studio technicians, and actors. The participatory workshop sessions included discussions of concept, application and story ideas. One participant who attended the training workshop received an award for the best and most well researched HIV/AIDS feature by the U.S. Embassy in Swaziland. She wrote, “Thank you for guiding us so that we can use our platform as reporters to empower masses with valuable knowledge about the pandemic that is hitting our country so hard.”
ASIA
new serial drama. Following the visit, PMC continued to develop plans and to seek funding for the proposed work in India.
India With a population of over one billion, India is second only to China in population size. Overpopulation seriously hinders the economy in India. Close to a
quarter of the population is too poor to afford an adequate diet. India’s population explosion, poverty and severe environmental degradation make it a priority country for PMC. In November 2002, Bill Ryerson and Kriss Barker traveled to India to meet with funding agencies, individuals and partners. They were quick to discover that the media market in India continues to diversify. Over 130 television channels are currently on the air, creating fierce competition among programs. As a result of the 2002 visit, PMC plans to follow a model of action in India similar to our project in Brazil, whereby PMC works to incorporate social content into already existing television programs instead of creating a
Philippines Cecile Guidote Alvarez, Country Representative With a population of 80 million people living in a geographical region roughly the size of the state of Arizona, the Philippines is the second most populous country, behind Indonesia, in southeast Asia. In addition to overpopulation, the Philippines also suffers from severe environmental degradation and endemic poverty. PMC President Bill Ryerson and Vice President Kriss Barker visited the Philippines in November 2002 to plan a social-content soap
PMC President Bill Ryerson being interviewed by Cecile Alvarez in Manila, Philippines
opera, following the successful PMC Soap Summit in Manila in 2001. As a result of the visit, five newspaper stories were published highlighting PMC’s international work. One of the editorialists from the Philippine Star wrote, “The point is that we have to do something about our growing population, whether we like it or not. The method being propagated by PMC and Balintataw (now only on radio, but soon, hopefully, back on television) is not only a method that can be accepted by the Catholics in our
The EarthSavers, a performance group that addresses social and environmental issues, around founder and PMC Country Representative Cecile Alvarez, in Manila
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country, but is one that clearly works. Imagine how effective a population program would be if most, if not all, of the soap operas on television, as well as on radio, would at least be aware of population issues…we would, instead, have stories that showed, dramatically and without any hard selling, that the world would be a much better place if we were all responsible for our own procreative behavior.” PMC’s work in the Philippines is supported by grants from the Vital Spark Foundation and the Nirvana Manana Institute. During the visit to Manila, UNFPA-Philippines agreed to participate in a regional project being implemented by UNFPA headquarters in partnership with PMC.
Regional Projects in Africa and Asia In 2002, PMC began a project involving fourteen African 10
and Asian countries in collaboration with UNFPA, United Nations Population Fund, focused on training of community radio stations. In 2002, PMC generated a large inventory of radio station and NGO contacts throughout Asia and sub-Saharan Africa for the project, Strengthened Partnerships among Community and Local FM Radio Networks and Reproductive Health Agencies on HIV/AIDS. PMC also conducted a needs assessment of NGOs and radio stations in Africa and Asia in anticipation of two regional training workshops that will be held in Johannesburg and Manila in 2003. The needs assessment questionnaire provided data for the selection of community radio stations and NGOs, including information about current programs and the desire for training regarding HIV/AIDS and entertainment-education. The workshops will train radio station producers and health organization staff on how to use effective communication strategies to address reproductive health issues, particularly HIV/AIDS. The project also aims to build and strengthen partnerships among radio stations and health organizations in each participating country.
AMERICAS Brazil Marcio Schiavo, Country Representative With 175 million inhabitants, Brazil’s population is more than four times the population of any other South American nation. Brazil has the sixth largest population worldwide. With vast natural resources and an enormous labor pool, Brazil is South America’s economic leader. However, an enormous gap in the distribu-
Dr. Marcio Schiavo, PMC’s country representative in Brazil and director of Comunicarte, a social marketing organization based in Rio de Janiero
tion of income, combined with an expanding population, mainly among the poorest people, contributes to chronic poverty. Thirty percent of Brazil’s population is under the age of 15. To change Brazil’s cycle of poverty, youth are a major target of any behavior change communication project.
A total of eight different prime time telenovelas (television soap operas) carried social and health themes suggested by the PMC/ Comunicarte team. These programs are broadcast nationwide in Brazil and exported to 122 countries worldwide, dubbed into various languages. Television is a particularly effective medium to reach Brazil’s youth. Thus, in 2002, PMC continued to work in partnership with Comunicarte, a non-governmental organization in Rio, to influence the prime-time programs of TV Globo, which has 50-60 million viewers in Brazil and 800-900 million viewers worldwide. The staff of this project continues to meet regularly with the writers of the three prime-time soap operas on TV Globo to suggest themes and storylines related to responsible sexuality and reproductive health and other important social themes. In 2002, 1,410 scenes incorporating social content were broadcast, an almost threefold increase from the total of 483 scenes in 2001. For example, in the television soap Por Amor (“For Love”), the project assisted with the incorporation of 177 scenes related to responsible sexuality and reproductive health. In the soap Malhacao (“Working Out”), project staff helped with the incorporation of 132 scenes directly related to responsible sexuality.
Mexico Anameli Monroy, Country Representative In Mexico, PMC continues to work with the Centro de Orientacion Para Adolescentes (CORA) of Mexico, to produce a series of radio mini-serials mixed with talk shows for high-
Bill Ryerson and Anameli Monroy, in Mexico City, at the 25th anniversary celebration of the international use of the Sabido methodology, held at the United Nations building
fertility areas of the country. These programs are developed by young people and are aimed at youth audiences. Under the leadership of Anameli Monroy, PMC’s country representative in Mexico, PMC tested
the model developed and supervised by Leticia Velasco, for the radio programs in Puebla state and then developed a manual for the methodology in 2001, as well as a media kit that includes questionnaires and posters. The manual includes the collective knowledge and strategies that were gathered during the pilot radio project. During 2002, CORA and PMC, with the support of Population Concern and Community Fund of the U.K., focused on replication of the project in Hidalgo state. Prior to the launching of the radio program in Hidalgo, the project involved intensive training for youth-serving professionals and for the youth involved in the project. A total of 30 professionals from youth service organizations received 160 hours of training through four different workshops. The purpose was to prepare these professionals to deal with adolescent sexuality issues in the context of their organizations’ programs. Topics included adolescent pregnancy, HIV/AIDS, sexually transmitted infections, contraception, gender, first intercourse, homosexuality and sexual abuse. The participants learned effective ways to work with young people regarding these topics. Seven young people were chosen to develop and run the 11
The Community Fund of the U.K. and Population Concern, based in London, support the youth-oriented project activities in Mexico.
radio program in Hidalgo. They also received intensive training through a 40-hour workshop, plus additional training at the time of recording each radio program. The radio program began broadcasting in Hidalgo state in September 2002 and is scheduled to run through May 2003. The programs were transmitted through Hidalgo Radio and the Internet. The programs varied in content; one week they dealt with adolescent pregnancy prevention, the next HIV/AIDS and the following week, sexual abuse or sexually transmitted diseases. Two young moderators, a male and a female, coordinated the discussion, and
Youth discussing adolescent sexuality issues on the radio in Hidalgo, Mexico
an expert in the particular field being discussed participated. Questions from listeners were answered on the air. The radio programs provide a forum for young people to express their thoughts and concerns regarding sexuality. Drama, interviews and interac12
United States
Miguel Sabido speaking at the 25th anniversary celebration of the international use of the Sabido methodology, held at the U.N. building in Mexico City, September 2002
tive debates are all used to provide relevant and accurate information on youth sexuality, sexuality education, reproductive lifestyles and reproductive health services for youth. The impact of the project in Hidalgo state is being evaluated through ratings and a postbroadcast survey of young people on knowledge, attitudes and practices with regard to sexuality issues. During 2002, PMC and CORA began preparations for implementing the project in Tlaxcala state. Morelos and Queretaro states have also requested the project. The methodology manual has been refined and translated to English for use outside Latin America.
PMC continues to explore opportunities for involvement in the American mass media. In 2002, PMC held meetings with producers of the popular television shows: Soul Food, Boston Public, The Practice, and Days of Our Lives, as well as representatives from HBO, Showtime, MTV, NBC Cable and various independent producers and scriptwriters. In response to interest by the Hollywood community, PMC recruited an array of experts to be made available to writers and producers. PMC received help and expertise – or offers of same – at no cost from the National Fatherhood Initiative, Planned Parenthood Federation of America, the Population Council, the National Campaign to Prevent Teen Pregnancy, and the Sexuality Information and Education Council of the United States. Several National Public Radio stations in the United States broadcast an interview with Bill Ryerson, which originally aired on CBC Radio (Canadian Broadcasting Corporation).
Financial Support “What PMC does can change the direction the world is taking. It’s a rare chance to be part of changing the course of human history.” — PMC supporter
2002 EXPENSES 83.2%
TOTAL PROGRAM EXPENSES MANAGEMENT AND GENERAL
A growing number of individuals, foundations, corporations and organizations provide the support that makes PMC’s work possible. These generous donors enable PMC to expand its programs. In 2002, as they did in the previous year, the Foreign Operations Sub-Committee of the U.S. Senate Appropriations Committee wrote in their final report, “The committee supports organizations such as Population Media Center, which promotes the use of mass media to educate people in developing countries about the personal benefits of family planning, encourage the use of effective measures to prevent transmission of HIV, and adopt other health measures.” PMC was the only organization (under the category of family planning and reproductive health) mentioned in the report. A review of the financial statement that follows reveals that 83 percent of PMC’s expenditures in 2002 were for program activities. The income and expense statement is a summary of PMC’s audited financial statements, copies of which are available upon request.
FUNDRAISING
12.2% 4.6%
Institutional Donors The following institutions provided financial support to PMC during calendar year 2002: Alplaus United Methodist Church Bancker-Williams Foundation Ben & Jerry’s Homemade, Inc. Bostrom Family Foundation Alexander H. Bright Charitable Trust L. P. Brown Foundation Bushrod H. Campbell & Adah F. Hall Charity Fund CARE-Ethiopia Cart Foundation Conservation and Research Foundation Covington & Burling Jane and Worth B. Daniels Jr. Fund of the Baltimore Community Foundation Dickler Family Foundation Cleveland H. Dodge Foundation HIV/AIDS Prevention and Control Office of the Government of Ethiopia Charles Evans Hughes Memorial Foundation
International Monetary Fund Ipas Jewish Federation of Metro Detroit Nirvana Manana Institute Ogburn Family Fund of the Vanguard Charitable Endowment Program David and Lucile Packard Foundation Rinehart Family Foundation of Fidelity Investments Charitable Gift Fund Save the Children-USA (Ethiopia office) Snoeyenbos Foundation Thornton Foundation Flora L. Thornton Foundation United Nations Development Program-Swaziland United Nations Population Fund Vital Spark Foundation Wollenberg Foundation
We are deeply grateful to the numerous individuals and institutions that have provided the resources necessary for our work to move forward. 13
Financial Report STATEMENT OF ACTIVITIES For the Years Ended December 31, 2001 and 2002
Unrestricted
Temporarily Restricted
2002 Total
2001 Total
$ 328,307
$ 446,092
$ 774,399
$ 644,566
Contract income
25,000
—
25,000
—
Interest income
7,195
—
7,195
15,683
484,842
(484,842)
—
—
845,344
(38,750)
806,594
660,249
General program development
177,164
—
177,164
173,662
National initiatives
545,598
—
545,598
468,929
105,593
—
105,593
101,777
40,163
—
40,163
31,028
Total expenses
868,518
—
868,518
775,396
Change in net assets
(23,174)
(38,750)
(61,924)
(115,147)
256,666
577,378
834,044
949,191
$ 233,492
$ 538,628
$ 772,120
$ 834,044
Support and revenue: Contributions and grants
Net assets released from restrictions: Transfers to fulfill purpose restrictions Total support and revenue
Expenses: Program services:
Supporting services: Management and general Fundraising
Net assets, beginning of the year
Net assets, end of the year
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People Board of Directors Virginia Carter Redondo Beach, California Former senior vice-president and head of drama for Embassy Television, a Norman Lear Production. Ms. Carter serves as a training consultant to PMC in development of social-content serial dramas. She was awarded an Emmy and two Peabody Awards for her work on the American situation comedies, All in the Family, Maude, Good Times, The Jeffersons, One Day at a Time, The Facts of Life, and Diff 'rent Strokes. William N. Ryerson Shelburne, Vermont PMC founder and president, with 31 years of experience as a professional in the population field, including 12 years as executive vice-president of Population Communications International. Phillip Thorson Bethesda, Maryland Retired director of administration of the International Monetary Fund. Kerstin Trone Accord, New York Retired deputy executive director for programmes of the United Nations Population Fund.
Program Advisory Board Qutubuddin Aziz Karachi, Pakistan Former chair of the National Press Trust of Pakistan and director of the United Press of Pakistan news service. He also held the post of Minister for Information at the Embassy of Pakistan in London from 1978 to 1986.
Albert Allen Bartlett, Ph.D. Boulder, Colorado Professor emeritus of physics at the University of Colorado, Boulder. He is a frequent speaker on the meaning of exponential growth. Ted Bookstaver Santa Monica, California Vice president, sales, King World International, handling worldwide distribution of The Oprah Winfrey Show and numerous other shows.
Earl Babbie, Ph.D. Anaheim Hills, California Research advisor to PMC and Campbell professor of Behavioral Sciences at Chapman University. Author of The Practice of Social Research and The Basics of Social Research, among other textbooks and scholarly works. He received an A.B. from Harvard College and an M.A. and Ph.D. from the University of California, Berkeley.
Norman Borlaug, Ph.D. Mexico City, Mexico Awarded the Nobel Peace Prize for his work in developing high-yield wheat that led to the Green Revolution in the 1970s. Founder of CIMMYT, an agricultural research station in Mexico City. He is a professor with the Department of Soil and Crop Sciences at Texas A&M University.
Albert Bandura, Ph.D. Stanford, California Professor of psychology at Stanford University. He developed social learning theory, which postulates that people acquire attitudes, values and styles of behavior through social modeling. Dr. Bandura often testifies before Congress on the effects of television programming on the behavior of viewers.
Chester Burger New York, New York Retired public relations and advertising executive. He is past president of Communications Counselors, a public relations firm. He founded the nation's first communications management consulting firm. He was the nation's first television news reporter (at CBS in 1946). Played a leadership role in the civil rights campaigns. 15
Michael Cody, Ph.D. Los Angeles, California Professor at the Annenberg School of Communication, University of Southern California, and a specialist in the use of entertainment-education strategies worldwide. Co-editor of Entertainment-Education Worldwide: History, Research, and Practice. Fred Cohen New York, New York Former president of King World International. Deecie McNelly Denison Fairlee, Vermont An organizational and education consultant with extensive experience in teaching communication courses at the college level and experience with international and cross-cultural issues. Lucy Lee Grimes Evans New Canaan, Connecticut A columnist with the Stamford Advocate. She is also a district representative for Population Connection and a long time population stabilization advocate. Lindsey Grant Santa Fe, New Mexico A writer and former deputy assistant secretary of state for Population and Environment. His books include Juggernaut: Growth on a Finite Planet, How Many Americans?, Elephants in 16
the Volkswagen, Foresight and National Decisions: The Horseman and the Bureaucrat, and Too Many People: The Case for Reversing Growth. Hope S. Green Burlington, Vermont Consultant to public broadcasting companies, founding board member of the World Radio and Television Council, former president of Vermont Public Television and vice chair of the PBS Board. She was a founding Board member of PMC. Lynn Gutstadt San Anselmo, California Former vice president of audience research for the CNN News Group. Founded and built the audience research department, overseeing all programming and consumer marketing research for the CNN television networks and Internet sites. Currently, independent consultant in media and marketing research. Richard S. Halpern, Ph.D. Atlanta, Georgia Independent consultant in strategic marketing and opinion research. Adjunct professor of mass communications at Georgia Institute of Technology. Retired global director of advertising research of CocaCola Company.
Maisha L. Hazzard, Ph.D. Inglewood, California Former professor of telecommunications and co-founder of communication and development studies at Ohio University; served as special advisor, trainer, strategic communication specialist, and head writer/producer for communication and development projects for governments, media entities, universities, and social service agencies in the Caribbean, Africa, India, and the USA. Dr. Hazzard is currently president of SpiritWorks Communications. Marilyn Hempel Redlands, California President of the Population Coalition, editor of the Pop!ulation Press and Chair of the Population Institute board. Tony Johnston, M.D. Nairobi, Kenya Executive director, Population Communication Africa. Former director of the UNFPA Program for Population IEC Research Training, Eastern and Southern Africa. Shiv Khare Bangkok, Thailand Executive director of the Asian Forum of Parliamentarians on Population and Development. Former secre-
tary-general of the World Assembly of Youth in Copenhagen and executive director of the Youth and Family Planning Program Council of India. Doug La Follette Madison, Wisconsin Secretary of State of Wisconsin and a long-time activist and speaker on population issues. Richard D. Lamm Denver, Colorado Co-director of the Institute for Public Policy Studies and a professor at the University of Denver. Member of the board of the Federation for American Immigration Reform. Former three-term governor of Colorado, and past president of Zero Population Growth. Vincent Maduka Lagos, Nigeria Past director-general of the Nigerian Television Authority; now heads his own private sector broadcasting organization. Leopoldo Peralta Queretaro, Mexico President of the Mexican Population and Cultural Foundation and a regional director of the National Institute on Migration in the Secretaría de Gobernación of the government of Mexico. Former congressman in the
Mexican Congress. Also an industrialist with operations in Mexico City, Morelia and San Juan del Rio, Mexico. Roger Pereira Mumbai, India Head of R&P Management Communications Pvt. Ltd. and producer of Humraahi (“Come With Me”), an Indian family planning soap opera. David Pimentel, Ph.D. Ithaca, New York Professor of ecology and Agricultural Sciences at Cornell University and a prolific author and speaker about population issues. Barbara Pyle Atlanta, Georgia Documentary maker and environmentalist. Past vice president for environment of CNN and Turner Broadcasting, she created Captain Planet and the People Count series on population issues. The first People Count documentary covered the social-content soap opera of Cecile Alvarez in the Philippines and was broadcast worldwide at the time of the Cairo Conference on Population and Development in 1994. Charles L. Remington, Ph.D. North Haven, Connecticut Professor of biology (emeritus) at Yale University. Program
chair of the first national Congress on Optimum Population and Environment in 1970 and co-founder with Paul Ehrlich of Zero Population Growth (ZPG). Former chair of the ZPG Foundation. Everett Rogers, Ph.D. Albuquerque, New Mexico Professor of communication and journalism at the University of New Mexico and leading researcher on the effects of entertainmenteducation soap operas in developing countries. Coauthor of EntertainmentEducation: A Communication Strategy for Social Change. Hon. Tom Sawyer Akron, Ohio Former congressional representative from Ohio was cochair of the Congressional Population Caucus. Jerri Lea Shaw Columbia, Maryland Founder and president of a consulting firm focused on strengthening health care policy, financing and service delivery. O. J. Sikes Leonia, New Jersey Retired deputy director of the Latin America and Caribbean Division, U.N. Population Fund (UNFPA). Formerly chief of UNFPA's Education, Com17
munication and Youth Branch; developed UNESCO's population education program in the early 1970s; designed innovative approaches to population communication and education with the Carolina Population Center in the 1960s. Arvind Singhal, Ph.D. Athens, Ohio Professor of communications at the School of Communications of Ohio University and a researcher of the effects of entertainment-education programs. Co-author of Entertainment-Education: A Communication Strategy for Social Change. Peter C. Vesey Marietta, Georgia An international broadcasting consultant who works with clients in the developing world. Previously at CNN, developed the CNN International networks. Charles Westoff, Ph.D. Princeton, New Jersey Retired professor of demographic studies and sociology at Princeton University, specializing in population policy and in fertility and family planning research in developing countries. From 1974 to 1992, he was director of the Office of Population Research at Princeton University. A specialist in demographic research in Africa. 18
Paul Winter Litchfield, Connecticut Founder and director of the Paul Winter Consort, renowned throughout the world for its concerts in celebration of the earth and its wildlife. Has performed concerts for the United Nations. He and his ensemble are artists-in-residence at the Cathedral of St. John the Divine in New York. David Yount, Ph.D. Duluth, Minnesota Research ecologist with the U.S. Environmental Protection Agency from 1972 to 1999. He is currently conducting research in human carrying capacity as an indicator of regional sustainability.
Personnel William N. Ryerson PMC's founder and president, Mr. Ryerson has a 31-year history of working in the field of reproductive health, including 16 years of experience adapting the Sabido methodology for behavior change communications to various cultural settings worldwide. He has also been involved in the design of research to measure the effects of such projects in a number of countries, one of which has led to a series of publications regarding a
serialized radio drama in Tanzania and its effects on HIV/AIDS avoidance and family planning use. He received a B.A. from Amherst College and an M.Phil. from Yale University. Abdulnasir HajiHassen Head of the Oromiffa Serial Drama Production and Research Department for PMCEthiopia, Mr. Abdulnasir previously served as head of information, education and communication for women and youth of the Oromia Population Office. He has also served as a theater expert for the Oromia Culture and Information Bureau. He has written and produced radio and TV dramas dealing with AIDS. Abebaw Ferede Senior research and evaluation officer for PMC-Ethiopia. He has a B.S. in Statistics from Addis Ababa University, and an M.S. in medical demography from the School of Hygiene and Tropical Medicine, University of London. Mr. Abebaw has extensive experience in the fields of population and health. Prior to joining PMC, he worked for more than 10 years at the Central Statistical Authority as statistician and demographer. He has also worked for the Consortium of Family Planning NGOs in Ethiopia (COFAP) as a research and evaluation officer, and also
for Marie Stopes InternationalEthiopia as a program officer. Alemtsehay Mamo Director of Administration and Finance Department for PMCEthiopia, where she is responsible for financial management and proper utilization of funds. Previously, she worked in government organizations for more than 10 years in different capacities. She holds a B.A. in accounting and an M.S. in information science. Cecile Guidote Alvarez Country representative for PMC in the Philippines and head of EarthSavers. Her 1994 television soap opera became the subject of Barbara Pyle's first People Count documentary on CNN and Turner Broadcasting. She is a winner of Asia's prestigious Magsaysay Award. Daniel Ayalew Kassa Head of the Amharic Serial Drama Production and Research Department for PMCEthiopia. Prior to joining PMC, he was a senior editor and head of radio serial drama programs with Radio Ethiopia, where he oversaw serials dealing with reproductive health issues. He holds a B.A. in theatrical arts from Addis Ababa University and a diploma in radio journalism from Deutsche Welle in Germany.
Kriss Barker PMC vice president for international programs, Ms. Barker has 19 years of experience in information, education and communication; operations research; and monitoring and evaluation. She holds a B.A. in human biology with honors from Stanford University, and an M.P.H. from the Tulane School of Public Health and Tropical Medicine, with a specialization in international health and family planning. Musa Mohamed Salih Beirag PMC country representative in Sudan, Mr. Beirag has extensive experience in journalism and translation with degrees from Al Ashar University in Cairo and the University of Khartoum. He is the former chief editor for the Nile Courier, an English language newspaper. He has held posts as reporter and executive editor at English Desk Weekly Review and the Foreign News and contributed to daily newspapers and magazines in Sudan. He has also served as the media programs coordinator at the Population Advocacy Project in Sudan and as the information, education communication coordinator for eastern states in Sudan. Ashley Bryant PMC program assistant, Ms. Bryant assists with international
program implementation and fundraising responsibilities. She holds a B.A. in geography and psychology from the University of Vermont. Andrea Grayson A production consultant to PMC, Ms. Grayson has been involved in the television industry for 20 years, including positions at Sesame Street and Channel One. She has produced numerous television magazineformat feature stories for Channel One and Vermont Public Television on topics such as the environment, business, arts and social issues. Grayson holds an M.A. in media ecology from New York University, and is a doctoral candidate in the Educational Leadership and Policy Studies Program at the University of Vermont. She is the author of numerous articles on the topic of media education, and she is currently working on a book about the media's impact on consciousness. Rose Haji Radio production trainer for PMC, Ms. Haji is also the national director of the Media Institute for Southern Africa (MISA), Tanzania Chapter. Previously, she was a producer for Radio Tanzania and oversaw production of the serialized radio drama Twende na Wakati (“Let’s Go With the Times”), 19
which, from 1993 to 1997, was successful in changing behavior with regard to HIV/AIDS prevention and reproductive health on a population-wide level in Tanzania. Kaija Helmetag Communications coordinator at PMC headquarters, Ms. Helmetag researches, writes and edits PMC’s annual reports, periodic newsletters and press releases. She is also involved in PMC’s international program implemetantion. She has published human-interest profiles and feature articles for daily newspapers. She holds a B.A. in cultural anthropology from the University of Vermont. Cindy Houston Office manager at PMC headquarters, Ms. Houston has nonprofit experience from her work as a volunteer with organizations such as Habitat for Humanity. She has worked as administrative assistant at the Ben & Jerry’s Foundation and the Visiting Nurse Association’s Education and Development Department. Tom Kazungu Director of radio production training for PMC, Tom Kazungu has provided training and technical assistance to radio producers and writers from ten countries in Africa and six countries in Asia in application of the Sabido methodology to 20
promote reproductive health. Previously, he provided similar training and technical assistance to production and writing teams in Madagascar, Namibia, St. Lucia and Tanzania. As director of Apex Productions of Nairobi, Mr. Kazungu has produced three radio serial dramas since 1986 using the Sabido methodology. Nancy Luke, Ph.D. Nancy Luke is research fellow with the Harvard Center for Population and Development Studies, with a Ph.D. in demography and sociology from the University of Pennsylvania's Population Study Center. She serves as a research advisor to PMC. Anameli Monroy, Ph.D. PMC country representative in Mexico and a practicing psychologist, Dr. Monroy is a leader in the field of adolescent pregnancy prevention. She founded and runs the Guiding Center for Adolescents (CORA) of Mexico and has served as a youth advisor to numerous organizations, including the World Health Organization, the United Nations Population Fund and the Kellogg Foundation. Nebiyou Tekalign Horssie Director of the Media Arts Project of PMC-Ethiopia. Prior to joining PMC, he served as a professor in the Theatrical Arts
Department of Addis Ababa University. Previously he was general manager of the Ras Theatre of the Addis Ababa Culture and Information Bureau. He has been involved as a writer and director in numerous stage plays, radio and television dramas and films, including several dealing with reproductive health issues. He has a B.A. in theatrical arts from Addis Ababa University. Negussie Teffera, Ph.D. PMC country representative in Ethiopia, Dr. Negussie is the former director of the National Office of Population. In that role, he wrote the country's population policy and oversaw its adoption and implementation. Dr. Negussie holds a Ph.D. in communications from the University of Wales, Cardiff and has extensive experience in radio production. Lisa Patton PMC accountant, she specializes in accounting for non-profit organizations with an emphasis on accounting systems design. David Poindexter Program consultant and honorary chair of PMC, Mr. Poindexter has 33 years of experience in communications strategies related to family planning and reproductive health worldwide, including 25
years of applying the Sabido methodology in various cultural settings in Asia, Africa and Latin America. Mr. Poindexter was the founder and president of Population Communications International. Miguel Sabido Consultant to PMC and pioneer in the use of commercial television serial dramas to achieve positive social goals. For over 17 years, Mr. Sabido served as vice president for research of the Mexican network, Televisa, where he created his now famous serial dramas, also known as telenovelas, and then took his entertainment-education concept to the Internet in a new endeavor called "webnovela." His work has been recognized around the world. Marcio Schiavo, Ph.D. PMC country representative in Brazil, Dr. Schiavo is also director of Comunicarte Social Marketing of Brazil, which together with PMC, works to influence the content of prime-time entertainment programming on the most popular programs on television with regard to population and reproductive health issues. Rodney Shaw PMC senior vice president, Rodney Shaw is founder and past president of The Population Institute and has been a
leader in the population field for 34 years. He also started the Methodist Department of Population Problems and the Religious Coalition for Abortion Rights. He is past senior vice president of Population Communications International.
PMC-Ethiopia, he has worked as a communications consultant with various NGOs and government agencies and has experience as an announcer and producer with Ethiopian Radio and TV.
Ramadhan Swalehe PMC research trainer, he oversaw the formative and evaluative research process for the Tanzanian radio serial drama, Twende na Wakati, which successfully changed behavior with regard to HIV/ AIDS avoidance and family planning use. He also serves as an information, education and communication specialist with the Tanzania Social Action Fund.
Credits
Andrew Tangalos PMC consultant, Mr. Tangalos represents PMC on the Corporate Council on Africa. Previously, he was a foreign service officer with the U.S. Department of Commerce in Washington, DC. During his tenure with the department, he served in Canada, Algeria, Greece, Nigeria; and Haiti. He holds a B.A. in history from Colgate University and an M.A. in public and international affairs from Princeton University. Tesfaye Eshete Media and communication program coordinator for
Editor: Kaija Helmetag Design: Craig Bailey Printing: Queen City Printers Inc.
Photo Credits Cover: Ethiopian radio listeners, PMC-Ethiopia Page 2 (left): Mike Bailey/CCP Page 2 (right): Earl Babbie Page 5 (left): Bill Horn/Lutheran World Relief Page 6: Liz Gilbert, Courtesy of the David and Lucile Packard Foundation Page 9 (left): James Gilbert/CCP Page 11 (upper left): Lutheran World Relief
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Po ulation Media Center P.O. Box 547 Shelburne, Vermont 05482-0547 Tel: 802-985-8156 Fax: 802-985-8119 pmc@populationmedia.org www.populationmedia.org